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How Oreo owns social media through Twitter, Instagram, Vine and Pinterest

Oreo was the brand with the highest increase of ‘buzz’ in 2012, with a 49% higher online chatter than in the previous year.

How did Oreo achieve this and also continue to maintain this high level of engagement?

We’ve previously discussed on the blog about how Oreo is the king of agile marketing, and it's clear that Oreo has a marketing team that not only has a finger tightly on the pulse, but who can also react with whip-smart efficiency, humour and charm.

Recently I’ve discovered some more great examples of online marketing (agile and not-so-agile) throughout Oreo’s social channels. Each one displaying a strong presence and a keen idea of what its followers expect from the brand. Let's take a look at each one in turn...

Twitter

Truly the home of Oreo’s agile marketing strategy. Twitter is a channel where you can respond to a trend in seconds and Oreo certainly takes this proposition and runs with it.

Check out its Oreo modified PS4 controller that piggybacks off the launch of Sony’s latest console.

Which then prompted Xbox’s jealous response, with its own modified controller for the Xbox One.

Of course it's generally hilarious for users to watch brands interact with each other, and still remains a novel experience. However it’s the personal engagement that increases Oreo's followers and brand loyalty.

Instagram

Oreo has a blast on Instagram. It knows exactly what makes its channel attractive for a user to follow. Interesting images full of delicious looking food with creative flair and sense of humour by the bucket-load.

The little cookie may have looked the same for 100 years, but the secret to Oreo’s marketing success is using the cookie itself as a blank canvas. A highly adaptable, moldable foodstuff that the brand aren't afraid to mess with.

From recipe ideas, to slightly more bizarre recipe ideas, to old school adverts from the vaults, Oreo is great entertainment. There’s also a lot of inventive playing around with perspective.

This policy of not taking itself too seriously and having a set rhythm of uploading a couple of Instagrams a week has led to 107,997 followers.

This particularly appeals to the 18 year-old student left dormant inside me.

Facebook

Facebook is home to Oreo’s 34m followers, receiving daily updates from the cookie brand.

Oreo’s biggest success has been its ‘Daily Twist’ campaign. For Oreo's 100th birthday, every morning for 100 successive days in 2012, Oreo published a brand new picture to celebrate a specific milestone of the day.

This campaign won Oreo two Cyber Grand Prix awards at 2013’s Cannes International Festival of Creativity and led to 433m Facebook views, a 280% increase in shares and created 231m media impressions overall.

Pinterest

Oreo has only a modest following of 4,212 followers on Pinterest and although most of the images have been shared through its other social channels, Oreo has used the curative appeal of Pinterest to collect all of its campaigns together in one area.

This is the perfect place to check out previous campaigns like ‘Daily Twist’ in all of its epic glory.

It’s also a great way for Oreo to acknowledge the brand's loyal followers by showcasing their pictures and creativity.

Vine

Finally, Oreo is clearly having a ball on Vine too. Taking advantage of every holiday and major calendar event with a well-timed and often hilarious six second blast of ingenuity.

This is Oreo’s Halloween based homage to The Shining.

Oreo also has a series of Vines called #OreoSnackHacks. These are tiny little videos that displays the versatility of the cookie in ever increasingly bizarre recipes.

This is a particularly amusing prod at the belly of Taco Bell.

Which also prompted this brilliant Twitter exchange between the brands.

.@TacoBell We weren’t sure if you were open on Thanksgiving so we needed a backup plan. #DIY

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six one way half a dozen another

This is why I don't bother following brands: I would rather just eat the Oreo's than read about them, see pictures and yap about them. A trip to the store is a better way to enjoy a brand than all the clicking and following could ever produce.

about 4 years ago

Raj Balasubramanian, Global Program Delivery Coordinator at KPMG

Oreo rocks :) this is what a successful integrated social media plan would achieve.

about 4 years ago

Ricky K

Oreo are a dream for marketers like me who are trying get a bit more buy in from colleagues. I've used their work countless times in meetings and presentations. Great stuff.

about 4 years ago

Henry Find

Yes but did it increase sales?

about 4 years ago

Aditya Bhatkal, Digital Media and Business deveopment executive at Enterprise Social Media

We all know how good Oreo is with their act. Consistent innovation pretty evidently is the key here and the social integration across platforms coupled with another level of creativity makes them a formidable brand in the social space.

For brands in the FMCG retail sector a lot of them have started focusing on Pinterest given the nature of marketer-friendly features it has to offer.

Have compiled a list of features that business at different levels can integrate into their digital marketing strategy for Pinterest.

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